IDEAS home Printed from https://ideas.repec.org/p/iim/iimawp/wp00062.html
   My bibliography  Save this paper

A Choice Modeling Approach to Evaluate Effectiveness of Brand Development Initiatives

Author

Listed:
  • Banerjee, Arindam
  • Awasthy Dheeraj
  • Gupta V

Abstract

We describe the application of a nested logit function for modeling brand choice using household transaction data from the Indian market. This is unique since it is one of the first attempts to integrate disparate consumer information sources available at various levels of aggregation towards developing a prediction model for brand market share. We further develop a methodology for brand market share decomposition into components that can be attributable to various explanatory variables. The implications are significant since this methodology helps in using behavioral tracking data towards developing a decision tool to evaluate marketing programs.

Suggested Citation

  • Banerjee, Arindam & Awasthy Dheeraj & Gupta V, 2003. "A Choice Modeling Approach to Evaluate Effectiveness of Brand Development Initiatives," IIMA Working Papers WP2003-01-05, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp00062
    as

    Download full text from publisher

    File URL: https://www.iima.ac.in/sites/default/files/rnpfiles/2003-01-05ArindamBanerjee.pdf
    File Function: English Version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Maddala,G. S., 1986. "Limited-Dependent and Qualitative Variables in Econometrics," Cambridge Books, Cambridge University Press, number 9780521338257, January.
    2. Kirthi Kalyanam & Daniel S. Putler, 1997. "Incorporating Demographic Variables in Brand Choice Models: An Indivisible Alternatives Framework," Marketing Science, INFORMS, vol. 16(2), pages 166-181.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vashishtha, Ashutosh & Sharma, Anil K., 2012. "Indian financial market regulation: A dialectic model," Journal of Economics and Business, Elsevier, vol. 64(1), pages 77-89.
    2. Fossen, Frank M. & Glocker, Daniela, 2017. "Stated and revealed heterogeneous risk preferences in educational choice," European Economic Review, Elsevier, vol. 97(C), pages 1-25.
    3. Diégo Legros & Fabrice Galia, 2012. "Are innovation and R&D the only sources of firms’ knowledge that increase productivity? An empirical investigation of French manufacturing firms," Journal of Productivity Analysis, Springer, vol. 38(2), pages 167-181, October.
    4. Lansley, Guy & Longley, Paul, 2016. "Deriving age and gender from forenames for consumer analytics," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 271-278.
    5. Caroline Bayart & Patrick Bonnel, 2015. "How to Combine Survey Media (Web, Telephone, Face-to-Face): Lyon and Rhône-alps Case Study," Post-Print halshs-01663683, HAL.
    6. Luca Grilli, 2005. "Internet start-ups access to the bank loan market: evidence from Italy," Applied Economics, Taylor & Francis Journals, vol. 37(3), pages 293-305.
    7. Cox, Thomas L. & Briggs, Hugh, 1989. "Heteroscedastic Tobit Models: The Household Demand for Fresh Potatoes Revisited," Staff Papers 200482, University of Wisconsin-Madison, Department of Agricultural and Applied Economics.
    8. Awudu Abdulai & Wallace Huffman, 2014. "The Adoption and Impact of Soil and Water Conservation Technology: An Endogenous Switching Regression Application," Land Economics, University of Wisconsin Press, vol. 90(1), pages 26-43.
    9. Dionne, Georges & Triki, Thouraya, 2005. "Risk management and corporate governance: The importance of independence and financial knowledge for the board and the audit committee," Working Papers 05-3, HEC Montreal, Canada Research Chair in Risk Management.
    10. Maren Radeny & Elizaphan J. O. Rao & Maurice Juma Ogada & John W. Recha & Dawit Solomon, 2022. "Impacts of climate-smart crop varieties and livestock breeds on the food security of smallholder farmers in Kenya," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 14(6), pages 1511-1535, December.
    11. Karsten Hansen & Vishal Singh & Pradeep Chintagunta, 2006. "Understanding Store-Brand Purchase Behavior Across Categories," Marketing Science, INFORMS, vol. 25(1), pages 75-90, 01-02.
    12. Asmussen, Katherine E. & Mondal, Aupal & Bhat, Chandra R., 2022. "Adoption of partially automated vehicle technology features and impacts on vehicle miles of travel (VMT)," Transportation Research Part A: Policy and Practice, Elsevier, vol. 158(C), pages 156-179.
    13. Marta Silva & Luis Filipe Martins & Helena Lopes, 2015. "Asymmetric labour market reforms and wage growth with fixed-term contracts: does learning about match quality matter?," Working Papers Series 2 15-04, ISCTE-IUL, Business Research Unit (BRU-IUL).
    14. Arnold, Chelsea & Yu, Jisang & Taylor, Mykel & Palm-Forster, Leah H. & Banjeree, Simanti, 2023. "The Role of Risk in Farmland Contract Choices," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(2), May.
    15. Seul-Ki Kim & Young-Chul Kim, 2021. "Coed vs Single-Sex Schooling: An Empirical Study on Mental Health Outcomes," Working Papers 2103, Nam Duck-Woo Economic Research Institute, Sogang University (Former Research Institute for Market Economy).
    16. Matthieu Lapparent & Martin Koning, 2016. "Analyzing time sensitivity to discomfort in the Paris subway: an interval data model approach," Transportation, Springer, vol. 43(5), pages 913-933, September.
    17. Małgorzata Morek-Kopeć & Andrzej Zarnecki, 2017. "Genetic evaluation for functional longevity in Polish Simmental cattle," Czech Journal of Animal Science, Czech Academy of Agricultural Sciences, vol. 62(7), pages 276-286.
    18. Amadu, Festus O. & McNamara, Paul E. & Davis, Kristin E., 2021. "Soil health and grain yield impacts of climate resilient agriculture projects: Evidence from southern Malawi," Agricultural Systems, Elsevier, vol. 193(C).
    19. Lamey, L. & Deleersnyder, B. & Dekimpe, M.G. & Steenkamp, J-B.E.M., 2005. "The Impact of Business-Cycle Fluctuations on Private-Label Share," ERIM Report Series Research in Management ERS-2005-061-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    20. Quheng Deng & Jinjun Xue, 2014. "Multivariate Tobit System Estimation Of Education Expenditure In Urban China," The Singapore Economic Review (SER), World Scientific Publishing Co. Pte. Ltd., vol. 59(01), pages 1-14.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:iim:iimawp:wp00062. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/eciimin.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.